Toronto wants to spend $10.7M on World Cup ticket packages and resell them for a profit

Toronto is gearing up for the 2026 FIFA World Cup, with the city’s committee planning to invest nearly $11 million in ticket packages for the upcoming games. However, there is controversy surrounding the decision to purchase these packages and resell them at marked-up prices, with some councillors accusing the move of resembling scalping with taxpayers’ money.

As a host city, Toronto has the opportunity to buy hospitality packages from FIFA, which include tickets to the games, access to hospitality suites, and other amenities at the stadium. These packages are typically sold to private ticket sellers, but Toronto’s committee is looking to capitalize on this opportunity by purchasing them for resale.

Coun. Jon Burnside expressed his discomfort with the city’s involvement in buying and reselling tickets, likening it to scalping. He raised concerns about the potential loss of the $10.7 million allocated for the World Cup 2026 packages if demand does not meet expectations.

Coun. Josh Matlow, a critic of the deal Toronto made with FIFA in 2022, also voiced his disapproval of the expenditure. He believes that the city’s decision to purchase and resell tickets is a desperate attempt to cover the escalating costs of hosting the World Cup.

The cost of hosting the World Cup in Toronto has risen from an initial estimate of $300 million to $380 million, with the federal and provincial governments contributing approximately $200 million. City staff attribute the increase to venue preparations, inflation, security, and safety measures.

Sharon Bollenbach, executive director of Toronto’s FIFA World Cup 26 Secretariat, defended the city’s decision to buy hospitality suites for resale, stating that it would be a missed opportunity not to take advantage of this revenue stream. The secretariat is currently in negotiations with potential buyers, with each package tailored to meet the buyer’s needs.

While some councillors see the move as a potential money-maker for the city, others are concerned about the uncertainty surrounding the demand for tickets. The schedule of games and the teams playing in Toronto will not be released until later this year, making it challenging to predict fan interest and potential revenue.

Despite the controversy surrounding the decision, the $10.7 million plan to purchase ticket packages is set to go before council for final approval. As Toronto prepares to host the 2026 FIFA World Cup, the city is navigating the complexities of balancing financial considerations with the excitement and anticipation of this global event.